Dissertation report on

Impact of brand on consumer buying behaviour in

fashion industry special reference to Shoes and
Apparels.

Report submitted by

NAME – Palash Diasi

Roll No – VUOAP01 0172

Registration number –

Institute – Bengal Institute of Business Studies

 Declaration

I hereby declare that the study entitled “Impact of brand on consumer buying behaviour
in fashion industry special reference to Shoes and Apparels” is being submitted by me as
my final year dissertation project in the partial fulfilment of the requirement for the award of
masters of Business Administration. The study is based on secondary source of data as well
as on primary data/information source.

The material borrowed from similar titles other sources and incorporated in the dissertation
has been duly acknowledged.

The matter embodied in this project report has not been submitted to any other university or
institution for the award of degree. This project is my original work and it has not been
presented earlier in this manner. This information is purely of academic interest.

Signature Date:

(Bengal Institute of Business Studies)

 Certificate

To whomever it may concern

This is to certify that Palash Diasi, Reg. No. of 2019-2021; Roll No:
1921VU825, a bona fide student of this college has completed his dissertation as per
guidelines. He has done this completely on his own and it is an original work and not copied
from any resource.

Thanking you.

Yours truly,

Assistant Professor

Bengal Institute of Business Studies.

 Acknowledgement

I would like to express my thanks of gratitude to my guide as well as Marketing Faculty prof.
Debayan Kanty Bose for his valuable mentoring and inputs who gave me the golden
opportunity to do this wonderful project on the topic entitled “Impact of brand on
consumer buying behaviour in fashion industry special reference to Shoes and
Apparels” which also helped me in doing a lot of Research and I came to know about so
many new things. I am really thankful to them.

Secondly, I would like to thank my parents and friends who helped me a lot in finishing this
project within the limited time.

I am making this project not only for marks but also to increase my knowledge on consumer
behaviour towards Branding in current scenario.

Thanks again to all who helped me.

Signature of Student
 Abstract

Customers all over the world now prefer branded products. This study is aimed at analysing
the effect of brand on consumer buying behaviour. Along with finding the effect of brand on
consumer buying behaviour the purpose of the study is to have an in-depth knowledge of
what actually is branding and consumer behaviour. To study the relationship between brand
and consumer buying behaviour the following methodology is opted: Consumer Survey on
the effect of brands on their buying behaviour through questionnaire. The key results of the
study are: The degree brand of consciousness goes on decreasing in higher age groups; brand
& price were the major attributes that customers gave most importance and 82% people
believe that Brands in fashion industry have become a status symbol.

The factors which more prominently affect the consumer buying behaviour are Cultural,
Social, personal, Psychological, Marketing g Programs, Buyer’s response and Environmental
factors.

My work deals with companies like Liva, Raymond and Myntra who used branding in a
significant way. The benefits that a company would get by branding are – It gives the
business a personality and identity that the customer can relate to, it effectively delivers and
reinforces the key messaging of the organisation and It also drives authority and trust in the
business.

Brands like Nike and Adidas are considered competitors because both companies produce
sports shoes, clothes and equipment and are leading in the global market. The subject of this
work is analysis of the impact of brands on consumers’ willingness to buy brands like Nike
and Adidas, as well as examining the similarities and differences between the brands and
their positioning in the global market. The purpose of this work is reflected in increasing the
level of awareness of the importance that the companies build a strong brand as one of the
prerequisites for good positioning on the market, and about the impact of the brand on
consumers inclination to purchase specific products.
Consumers give very importance to brands and relate their prestige with different brands.
They see brands in different perspectives and expect better quality of brands. With the
passage of time if brand satisfy the need have the customers then they become loyal with the
brand and built long term relationship with that specific brand. The basic purpose of this
study is to see the impact of brand image on consumer buying behaviour in clothing sector.
The main objective of this study is to know the percentage of consumers who have more clear
concepts about brands and their usage about brand. For this study questionnaires were filled
by the sample size of 50 and target audience was both males and females.
 Table of Contents

Serial Subject Page

Number number
1 Title 1
2 Declaration 2
3 Certificate 3
4 Acknowledgement 4
5 Abstract 5–6
6 Introduction 8 – 11
7 Literature Review 12 – 14
8 Research Objective 15
9 Research Methodology 16 – 23
10 Research Analysis 24 – 66
11 Research Findings 67 – 68
12 Recommendation and Suggestion 69 – 71
13 Limitations of the Study 72
14 Scope of Future Research 73 – 75
15 Conclusion 76 – 77
16 Bibliography 78 – 79
17 Appendix 80 - 82
 Introduction

The Fashion Industry - The fashion is a multibillion – dollar global industry which includes
many businesses like making and selling of clothes to customers across different segments.
The fashion industry of India is still at its stage of infancy, even though it is expected to make
a great impact on the world stage. The accelerated growth of the industry has been supported
by several initiatives such as the Fashion Week, which has gained popularity through
exhibiting the works of fashion designers in major cities across India.

With a population of 133.93cr, India is not only the second most populous country in the
world behind China, but is also one of the world’s youngest generations, with a mean age of
28.4 years. The implication of this is that much of the population is dominated by the
Generation Z, who characteristic of them is their inclination towards brand in the fashion
industry.

Brand these days have become a status symbol. Customers all over the world now prefer
branded products. But why is the question. Is it the quality that attracts customers towards
brand or some other related factor? This study is aimed at analysing the effect of brand on
consumer buying behaviour. Along with finding the effect of brand on consumer buying
behaviour the purpose of the study is to have an in-depth knowledge of what actually is
branding and consumer behaviour.

All the study has been conducted with reference to fashion industry in India. Firms in fashion
industry are competing to increase their profit share in the market and among these firms;
branded clothing & accessories has shifted the conventional style & interest of people. A
brand which is sold at a high price and the other which is sold at low price while both have
same quality and attributes, why is that? Brand studies always have remained the key
attention of the marketers because of its importance and direct relationship with consumers.

Marketers use brands as to get the competitive advantage on other competitors playing an
imperative role in the success of companies. Brand holds a great importance in consumer’s
life. Consumer’s choose brands and trust them the way they trust their friends and family
members to avoid uncertainty and quality related issues. India has a successful growing
economy and the Fashion industry of the country has advanced tremendously in the recent
years. The increasing use of fashion goods and the emerging market has intrigued foreign as
well as local brands to provide services to its customers.

There are various factors influencing the purchases of consumer these are, internal influences
and external influences, costumer behaviour is influenced by the interaction of interpersonal
influences such as cultures, subcultures, household structures, and groups that have an effect
on the individual. In addition to that internal influences come from inside the consumer and
they are the personal thoughts and feelings, including perception, self-concept, lifestyle,
motivation, emotion, attitudes and intentions.

External and Internal Influence

Price - The price of products and services often influence whether consumers will purchase
them, and what competition offering should be selected. Stores such as Wal-Mart, which is
perceived to charge lowest price attract many consumers. For some offerings, higher prices
may not deter purchase because consumers believe that, the products or services are higher
quality or are more prestigious. However, many of today’s value –conscious consumers may
buy products merely on the basis of price than other attributes.

Promotion - Advertising, sales promotion, sales people, and publicity can influence what
consumers think about products, what emotions they experience in purchasing and using
them, and what behaviours they perform including shopping in particular stores and
purchasing specific brands. Marketing communication play a critical role in informing
consumers about products and services, including where they can be purchased, and in
creating favourable image.

Place - The marketer’s strategy for distributing products can influence consumers in several
ways. Products that are convenient to buy in a variety of stores increase the chances for
consumers finding and buying them. When consumers are seeking low-involvement products,
they are unlikely to engage in extensive search. Therefore, availability becomes very
important. Second, products sold in exclusive outlets, may be perceived by consumers as
higher quality. In fact, one of the ways marketers create brand equity is by selling them in
prestigious outlets. Third, offering products by non-store methods such as on the internet or
in catalogues, can create consumer perceptions that the products are innovative, exclusive, or
tailored for specific target market.

Consumer Decision making - the consumer decision making process defines different
steps when a consumer goes through to purchase a product. If customer wants to make a
purchase, he or she takes a sequence of steps in order to do complete this purchase. Problem
recognition includes when consumer feel a significant difference between the current state
and ideal so consumer thinks there is some problem to be solved. The problem may be small
or big. In the second step, the consumer seeks information about the product. The extent of
information search relies on the level of consumer involvement. In case of expensive
products, the level of involvement is high. Conversely, in case of relatively cheap products
the level of involvement is usually low. In the third step, the consumer 14 evaluates the
different attributes of the brands. Consumer may consider the product attributes and compare
brand products. In the final step consumer makes his choice about a product. Cultural factors
Cultures, are the most basic cause of want and behaviour, largely learned, cultural influences
on buying behaviour vary greatly. Cultural shifts to new market opportunities. Sub-cultural
are group of people who share value system based on common life experiences and
situations, nationalities, religions, racial groups, geographic locations. Social class Society’s
relative permanent and ordered divisions, Member share similar values, interests and
behaviour. Class is defined by a combination of occupation, income, education, wealth and
other variables.

Social factors - Membership groups, are persons belongs to, and has a direct influence on
the person. Reference groups serve as point of comparison in forming attitudes or behaviour.
Does not require membership in a group, for example aspiration group is a group to which
the persons want to belong. Opinion leaders are People in a reference group who because of
some characteristics exert influence on others. Family most buying organization, interaction
of family ties, women are getting jobs, men are making more buying decisions constantly,
Role is activities people are expected to perform according to the persons around them and
Status reflects the esteem given to role by society.

Personal factors - Age and life-cycle stage Tastes in food, clothes, furniture and other are
age related, family situation no longer directly age related. Occupation, Blue collar is more
rugged clothes, white collar is more business suits. Economic situation Buying behaviour
affected by things like income, wealth and business cycle. Lifestyle AIO dimensions
Activities like work, hobbies, shopping, sports, social events and also interests like food,
fashion, family recreation and opinion about themselves, social issues, business, products.
Personality is unique psychological characteristic that lead to relatively consistent and lasting
response es to one own environment.

Psychological factors - Motivation Motive (drive) need sufficiently pressing to direct the
person to seek satisfaction many at the same time is biological and psychological, some needs
are not strong enough to cause action (not motives) Freud’s theory of motivation and
Abraham Maslow’s theories urges the hierarchy of needs from most to least pressing
physiological, safety, social, esteem and self-actualization. People always act on most
pressing active need first.
 Literature Review

1) Schiffmanand Kanuk in 2000 mentioned that consumer behaviour is about how

people make decisions on the basis of available resources. The resources he meant
here are money, effort and time primarily.

2) Gabbot and Hogg in 1998 and Blackwell et al in 2006 stated a holistic view on
consumer buying behaviour. They defined that consumer behaviour are actually those
processes and activities in which individuals or groups choose and consume products,
experience, ideas and services. Consumer behaviour can affect the economy of a
nation and organizations make marketing strategies in response to fulfil consumer’s
needs. Blackwell et al define that consumer behaviour is a combination of purchase
and consume products or services. Hence seven steps of consumer buying decision
are “need recognition, search for information, pre-purchase, evaluation, purchase,
consumption, post-consumption evaluation and divestment.

3) Kahle and Kim in 2006 in their research study mentioned that in the present day ’s
growing competitive market place, consumers have to make their choice between a
variety of product or brands in the market that differ very small in its price or
function. They argue that in such situations, their final decision depends on the image
they relate with dissimilar brands. Additionally, the authors express that the brand
image has increased reputation as the feelings and images associated with brand and a
well- known accepted brand image is one of the most important assets a firm
possesses.

4) Keller in1997 demonstrates that the brand image is essential in apparel purchase
behaviour because it impacts consumers’ preferences and purchase intentions as well
as their willingness to pay a premium price and recommend the brand to others.
5) Keller in1993 also indicates that brand images are closely related to how favourably
the brand is evaluated. According to Keller the higher the brand approach, the higher
the brand image is and he points out that a positive overall brand attitude can be
arranged if consumers believe that the brand has attributes that can satisfy their wants
and as well as their needs.

6) Jenni Romaneiuk in 2013 stated that those with a higher buying frequency and a
higher share of category requirements are more likely to give brand associations. The
findings also showed that share of category requirements was a greater driver of brand
association responses than buying frequency Consumer behaviour which was earlier
termed as „overt behaviour‟ is a continuous consumption process related to pre-
purchase, purchase and post purchase issues. This refers to the physical action of
consumers that can be directly observed and measured by others.

7) According to Michael R. Solomon, & Nancy J. Rabolt (2004), consumer behaviour

is the study of the processes involved when individuals or groups, select purchase, use
or dispose of products, services, ideas or experiences to satisfy needs and desires.

8) Frank R. Kardes in 2002 mentioned that consumer behaviour is the study of human
or consumer responds to products, services and the marketing of products and
services. The concept of consumer behaviour is that mostly people buy products not
for what they do but for what they stand for.

9) Sproles and Kendall in 1986 established a model to conceptualize consumer decision

making behaviour with eight consumer mental orientation variables viz. perfectionism
consciousness, brand consciousness, novelty and fashion consciousness, impulsive
and careless consumer, confused by over choice consumer, habitual and brand loyal
consumer, recreational and hedonic shopping consciousness and price and value
consciousness.
10) Park J.H and Lennon, S.J (2004) in their study on television apparel shopping and
impulse buying found that there is a positive relationship between impulse buying and
television exposure.

11) Kassarjian in 1971 stated that consumer behaviour researchers must develop their
own definitions and design their instruments to measure the personality variables that
go into the purchase decision. This study developed apparel buying behaviour model
on the basis of five dimensions, namely consumer characteristics, reference groups,
store attributes, promotion and product attributes. All these dimensions are created
based on the various research studies on the consumer behaviour and also through the
opinion of various experts from the industry and academic institutions.
 Research Objective

Research objectives describe concisely what the research is trying to achieve. They
summarize the accomplishments a researcher wishes to achieve through the project and
provides direction to the study. A research objective must be achievable, i.e., it must be
framed keeping in mind the available time, infrastructure required for research, and other
resources. Before forming a research objective, you should read about all the
developments in your area of research and find gaps in knowledge that need to be
addressed. This will help you come up with suitable objectives for your research project.

 To study the factors that influence consumer buying behaviour.

 To learn the effect of branding on consumer buying behaviour with special

reference to Shoes and Clothing.

 To compare and analyse the strategies and business models used by Nike and
Adidas in building their brand

 To study how consumer behaviour for apparel is influenced by factors like

monthly income, gender and peer influence.
 Research Methodology

Research in common parlance refers to a search for knowledge. One can also define research
as a specific search for pertinent information on a specific topic. In fact, research is an act of
scientific investigation. The advanced learner’s dictionary of current English lays down the
meaning of research as a careful investigation inquiry specially through search for new facts
in any branch of knowledge. Redman and Mory define research as a systematized effort to
gain new knowledge. A careful consideration of study regarding a particular concern or
problem using scientific methods. According to the American sociologist Earl Robert Babbie,
“Research is a systematic inquiry to describe, explain, predict, and control the observed
phenomenon. Research involves inductive and deductive methods.”

Inductive research methods are used to analyse an observed event. Deductive methods are
used to verify the observed event. Inductive approaches are associated with qualitative
research and deductive methods are more commonly associated with quantitative research.

Research is conducted with a purpose to understand:

 What do organizations or businesses really want to find out?

 What are the processes that need to be followed to chase the idea?

 What are the arguments that need to be built around a concept?

 What is the evidence that will be required for people to believe in the idea or concept?
 Characteristics of Research -

1. A systematic approach must be followed for accurate data. Rules and procedures are an
integral part of the process that set the objective. Researchers need to practice ethics and a
code of conduct while making observations or drawing conclusions.
2. Research is based on logical reasoning and involves both inductive and deductive methods.
3. The data or knowledge that is derived is in real time from actual observations in natural
settings.
4. There is an in-depth analysis of all data collected so that there are no anomalies associated
with it.
5. Research creates a path for generating new questions. Existing data helps create more
opportunities for research.
6. Research is analytical in nature. It makes use of all the available data so that there is no
ambiguity in inference.
7. Accuracy is one of the most important aspects of research. The information that is obtained
should be accurate and true to its nature. For example, laboratories provide a controlled
environment to collect data. Accuracy is measured in the instruments used, the calibrations
of instruments or tools, and the final result of the experiment.

Types of Research –

Exploratory Research - Exploratory research is defined as a research used to investigate a

problem which is not clearly defined. It is conducted to have a better understanding of the
existing problem, but will not provide conclusive results. For such a research, a researcher
starts with a general idea and uses this research as a medium to identify issues, that can be the
focus for future research. An important aspect here is that the researcher should be willing to
change his/her direction subject to the revelation of new data or insight. Such a research is
usually carried out when the problem is at a preliminary stage. It is often referred to as
grounded theory approach or interpretive research as it used to answer questions like what,
why and how.
Descriptive Research - Descriptive research is defined as a research method that describes
the characteristics of the population or phenomenon that is being studied. This methodology
focuses more on the “what” of the research subject rather than the “why” of the research
subject. In other words, descriptive research primarily focuses on describing the nature of
a demographic segment, without focusing on “why” a certain phenomenon occurs. In other
words, it “describes” the subject of the research, without covering “why” it happens.
For example, in my topic an apparel brand that wants to understand the fashion purchasing
trends of the buyers will conduct a demographic survey of this region, gather population data
and then conduct descriptive research on this demographic segment. The research will then
uncover details on “what is the purchasing pattern of New York buyers”, but not cover any
investigative details on “why” the patterns exits. Because for the apparel brand trying to break
into this market, understanding the nature of their market is the objective of the study.

Causal Research - Causal research, also known as explanatory research is conducted in

order to identify the extent and nature of cause-and-effect relationships. Causal research can be
conducted in order to assess impacts of specific changes on existing norms, various processes
etc. Causal studies focus on an analysis of a situation or a specific problem to explain the
patterns of relationships between variables. Experiments are the most popular primary data
collection methods in studies with causal research design. The presence of cause cause-and-
effect relationships can be confirmed only if specific causal evidence exists. Causal evidence
has three important components:

1. Temporal sequence. The cause must occur before the effect. For example, it would not be
appropriate to credit the increase in sales to rebranding efforts if the increase had started before
the rebranding.
2. Concomitant variation. The variation must be systematic between the two variables. For
example, if a company doesn’t change its employee training and development practices, then
changes in customer satisfaction cannot be caused by employee training and development.
3. Nonspurious association. Any covariation between a cause and an effect must be true and
not simply due to other variable. In other words, there should be no a ‘third’ factor that relates
to both, cause, as well as, effect.
The table below compares the main characteristics of causal research to
exploratory and descriptive research designs:

Causal research Exploratory research Descriptive research

Amount of Clearly defined Highly ambiguous Partially defined
uncertainty
characterising
decision situation
Key research Research hypotheses Research question Research question
statement
When conducted? Later stages of decision Early stage of decision Later stages of decision
making making making
Usual research Highly structured Unstructured Structured
approach
Examples ‘Will consumers buy ‘Our sales are declining ‘What kind of people
more products in a blue for no apparent reason’ patronize our stores
package?’ ‘What kinds of new compared to our
‘Which of two products are fast-food primary competitor?’
advertising campaigns consumers interested ‘What product features
will be more effective?’ in?’ are the most important
to our customers?’
Types of Data –

1. Qualitative Data - Qualitative data is defined as the data that approximates and
characterizes. Qualitative data can be observed and recorded. This data type is non-
numerical in nature. This type of data is collected through methods of observations, one-
to-one interview, conducting focus groups and similar methods. Qualitative data in
statistics is also known as categorical data. Data that can be arranged categorically based
on the attributes and properties of a thing or a phenomenon. Nominal scale and Ordinal
scale generally fall under Qualitative data collection.

a) Nominal - Nominal scales are used for labelling variables, without

any quantitative value. “Nominal” scales could simply be called “labels.”
Notice that all of these scales are mutually exclusive (no overlap) and none of
them have any numerical significance. A good way to remember all of this is
that “nominal” sounds a lot like “name” and nominal scales are kind of like
“names” or labels. In my research I have prepared a questionnaire and some of
the questions cater to nominal scale analysis. Like –
 Gender: Male  Female
 Marital status: Unmarried  Married

 WORK STATUS: (tick one)

 Working  Student  Retired  Self-employed  Others
________________________ (Please Specify)

b) Ordinal Scale - With ordinal scales, the order of the values is what’s important
and significant, but the differences between each one is not really known.
Ordinal scale is the 2nd level of measurement that reports the ranking and
ordering of the data without actually establishing the degree of variation
between them. Ordinal level of measurement is the second of the four
measurement scales. Likert Scale is an example of why the interval difference
between ordinal variables cannot be concluded. In this scale the answer options
usually polar such as, “Totally satisfied” to “Totally dissatisfied”. Like –
  How much do you care about using brands?
Slightly Strongly Not much Never

2) Quantitative Data - Quantitative data is defined as the value of data in the form of counts
or numbers where each data-set has a unique numerical value associated with it. This data is
any quantifiable information that can be used for mathematical calculations and statistical
analysis, such that real-life decisions can be made based on these mathematical derivations.
Quantitative data is used to answer questions such as “How many?”, “How often?”, “How
much?”. This data can be verified and can also be conveniently evaluated using mathematical
techniques.

For example, there are quantities corresponding to various parameters, for instance, “How
much did that laptop cost?” is a question which will collect quantitative data. There are
values associated with most measuring parameters such as pounds or kilograms for weight,
dollars for cost etc. Quantitative data makes measuring various parameters controllable due to
the ease of mathematical derivations they come with. Quantitative data is usually collected
for statistical analysis using surveys, polls or questionnaires. Interval Scale and Ratio scale
are the part of Quantitative scale measurement.

a) Interval Scale - The interval scale is defined as a quantitative measurement

scale where the difference between 2 variables is meaningful. Interval scale
is the 3rd level of measurement. In other words, the variables are measured
in actuals and not as a relative manner, where the presence of zero is
arbitrary. This means that the difference between two variables on a scale is
an actual and equal distance Another easy way to remember interval scale is
that subtraction is defined between the two variables. This is unlike the ratio
scale where division is defined between two variables.

b) Ratio Scale - Ratio scales are the ultimate nirvana when it comes to data
measurement scales because they tell us about the order, they tell us the
exact value between units, AND they also have an absolute zero–which
allows for a wide range of both descriptive and inferential statistics to be
applied. At the risk of repeating myself, everything above about interval
 data applies to ratio scales, plus ratio scales have a clear definition of zero.
Good examples of ratio variables include height, weight, and duration.

Ratio scales provide a wealth of possibilities when it comes to statistical

analysis. These variables can be meaningfully added, subtracted, multiplied,
divided (ratios). Central tendency can be measured by mode, median, or
mean; measures of dispersion, such as standard deviation and coefficient of
variation can also be calculated from ratio scales. In my questionnaire there
are some questions which caters to Ratio scale analysis.

Data Sources –

 Primary Source - A primary data source is an original data source, that is, one in
which the data are collected first-hand by the researcher for a specific research
purpose or project. Primary data can be collected in a number of ways. However, the
most common techniques are self-administered surveys, interviews, field observation,
and experiments. Primary data collection is quite expensive and time consuming
compared to secondary data collection. Notwithstanding, primary data collection may
be the only suitable method for some types of research.

Mode of collection –

Sampling - Sampling is a process used in statistical analysis in which a

predetermined number of observations are taken from a larger population. The
methodology used to sample from a larger population depends on the type of analysis
being performed, but it may include simple random sampling or systematic sampling.

Sample size – 50

Sampling method – Convenience sampling

  Secondary Source - Secondary data is research data that has previously been gathered
and can be accessed by researchers. The term contrasts with primary data, which is
data collected directly from its source.

Secondary data is used to increase the sampling size of research studies and is also chosen for
the efficiency and speed that comes with using an already existing resource. Secondary data
facilitates large research projects, in which many research groups working in tandem collect
secondary data. The main researcher is then allowed to focus on primary research or
particular areas of interest. This division of labour helps researchers learn more in less time.

Research analysis

Factors Influencing Consumer Buying Behaviour

Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. Many
factors, specificities and characteristics influence the individual in what he is and the
consumer in his decision-making process, shopping habits, purchasing behaviour, the brands
he buys or the retailers he goes. A purchase decision is the result of each and every one of
these factors. An individual and a consumer is led by his culture, his subculture, his social
class, his membership groups, his family, his personality, his psychological factors, etc. and
is influenced by cultural trends as well as his social and societal environment. By identifying
and understanding the factors that influence their customers, brands have the opportunity to
develop a strategy, a marketing message (Unique Value Proposition) and advertising
campaigns more efficient and more in line with the needs and ways of thinking of their target
consumers, a real asset to better meet the needs of its customers and increase sales. Consumer
behaviour refers to the selection, purchase and consumption of goods and services for the
satisfaction of their wants. There are different processes involved in the consumer behaviour.
Initially the consumer tries to find what commodities he would like to consume, then he
selects only those commodities that promise greater utility. After selecting the commodities,
the consumer makes an estimate of the available money which he can spend. Lastly, the
consumer analyses the prevailing prices of commodities and takes the decision about the
commodities he should consumer.
 1) Cultural Factors –

The most fundamental determinant of a person’s wants and

behaviour is the culture. It comprises of the norms, learned values, rituals, and symbols of
society, that are transmitted by the means of both the language and symbolic features of the
society. The growing child acquires a set of values, perceptions, preferences, and behaviours
through his or her family and other key institutions.
In India, people still value joint family system and family ties. Children in India are
conditioned to stay with their parents till they get married as compared to foreign countries
where children are more independent and leave their parents once they start earning a living
for themselves.

Cultural factors have a significant effect on an individual’s buying decision. Every individual
has different sets of habits, beliefs and principles which he/she develops from his family
status and background. What they see from their childhood becomes their culture.

Females staying in West Bengal or Assam would prefer buying sarees as compared to
Westerns. Similarly, a male consumer would prefer a Dhoti Kurta during auspicious
ceremonies in Eastern India as this is what their culture is. Girls in South India wear skirts
and blouses as compared to girls in north India who are more into Salwar Kameez.

Our culture says that we need to wear traditional attire on marriages and this is what we have
been following since years.

2) Social Factors –

Social factors affect consumer behaviour significantly. Every individual

has someone around influencing their buying decisions. The important social factors are:
reference groups, family, role and status.

 Reference Group: In general parlance, a reference group can designate to a person or

a group that serves as a point of comparison (or reference) for an individual informing
either general or specific values, attitudes or behaviour. Every human being because
of his sociable nature prefers to evaluate his abilities and opinion based on the
comparison of others abilities and opinions.
 Philip Kotler defines it as, “A person’s reference groups consist of all the groups that
have a direct (face-to-face) or indirect influence on the person’s attitudes or
behaviour.”

 Family: Family members plays an important role in determining social behaviour.

The family is the most important consumer buying organisation in society, and it has
been researched extensively.

 Roles and Statuses: In various groups an individual participates-family, clubs, and

organisations. The person’s position in each group can be defined in terms of role and
status. A role carries activities that a person is expected to perform. Each role carries a
status. A Court Justice has more status than a manager, and a manager has more status
than an office clerk. People choose products that communicate their role and status in
society. It is evident as the company presidents often drive Mercedes, wear expensive
suits, and drink Chivas Regal scotch. Marketers are aware of the status symbol
potential of products and brands.

3) Personal Factors –

An individual’s decisions are influenced by personal

factors such as a buyer’s age and life cycle state, occupation, economic situation,
lifestyle, and personality and self-concept.

 Age and Stage in the Life Cycle: Needs of a person changes with age and at
different stages of his life. Not only this, but his tastes and habits change with age for
clothes, food, furniture, recreation etc. The family life cycle influences consumption
levels and patterns. They eat baby food in the early years, most foods in the growing
and mature years, and special diets in the later years.

 Occupation and Economic Circumstances: A company president will buy

expensive suits, air travel, country club membership, and large sailboat etc.
Occupation also influences a person’s consumption pattern. A blue-collar worker will
 buy clothes, work shoes, and lunchboxes. Marketers try to identify the occupational
groups that have above-average interest in their products and services.

4) Psychological Factor -

A buyer’s choices are also influenced by four

psychological factors, i.e. motivation, perception, learning, and beliefs and attitudes.

 Motivation: An individual has a number of needs some of them are needs are
biogenic as they arise from physiological states of tension such as hunger, thirst,
discomfort.

 Beliefs and Attitudes: Beliefs and attitudes are acquired by people determines their
buying behaviour. A belief is a descriptive thought that a person holds about
something. Beliefs maybe based on knowledge, opinion, or faith.

 Learning: When people act, they learn. Learning includes changes in an individual’s
behaviour arising from experience. Most human behaviour is learned or acquired.

 Perception: A motivated person is ready to act. How the motivated person actually
acts is determined by his or her perception of the situation.

5) Marketing Programs –

There are several marketing strategies used for influencing consumer

behaviour which affects the buying decision. The first thing to be kept in mind while building
strategies for marketing products is communicating with consumers emotionally. This can be
done by giving promotional material in order to get attention of consumer. It has been found
that consumers are attracted to products that creates emotions in the form of joy and surprise.
Consumers who find it easy to solve problems through a particular product or service usually
change their brand. This is especially helpful if the service offered or product sold is of lower
cost that competitors. The message that conveys the fact that having your product is better
offering higher value influences the consumer easily. The expectations of the consumers must
be met while marketing the products.
Another way of influencing consumers is by giving an impression that the company is
fulfilling the responsibility towards society. Products that are environment friendly can be
promoted as a green brand and this can have the effect on the behaviour of consumers.
Offering discount on products and donating the profit can have influence in the mind of the
consumer.

6) Buyers’ Responses –

Buyer’s Responses includes many things like Product services,

Category selection, Brand selection, Purchase timing and amount etc.

7) Environmental Factors-

It is defined as a complex sum total of knowledge, belief,

traditions, customs, art, moral law or any other habit acquired by people as members of
society. Our consumer behaviour, that is the things we buy are influenced by our
background or culture.

The Effect of Branding on consumer buying behaviour in relation

with fashion goods
Brand have become an integral part of our daily lives, buying behaviours and product
perceptions. Brand is nothing but an assortment of memories in customers mind. However,
some brands manage to stand out of the competition by leaving a lasting impression and
earning the tag of being Iconic. To understand what makes these brands iconic, one needs to
understand what constitutes of a brand.

A successful brand is made up of strong values and ideologies, which help the brands survive
the competition and evolve when required. What a brand means to a consumer varies from
what a consumer perceives it to be. For a consumer, a brand would mean source of product
that the manufacturer takes responsibility of and ensures the quality. Buying from a brand
reduces the risk for the customer of trying and testing the products as well as lessens the time
and money spent in search of the perfect product. Furthermore, brands have been considered
as synonyms for quality and consistency.

However, for a seller the definition of a brand would be a way of gaining competitive
advantage and bestowing products with unique association and attributes. A brand is also a
way to provide legal protection to the seller’s product features.

Branding is a process, a tool, a strategy and an orientation. To build long term relationship
with the customers Used as a differentiation strategy when the product cannot be easily
distinguished in terms of tangible features. A conscious customer satisfaction orientation
process.

Benefits of Branding:

 Helps you to differentiate your business, making you to stand out in your customers’
minds
 Gives your business a personality and identity that people can relate to
 Effectively delivers and reinforces your key messaging
 Drives authority and trust in your business
 Drives customer loyalty and brand evangelism
 Positioning your brand correctly can help you to achieve higher prices for your
product or service
Myntra

In 2016, Myntra reported that more than half of its returns were due to size problems. While
buying merchandise online, most people feel uncomfortable, owing to the fact that the sizes
listed online might not fit properly and ultimately will lead to returns. Myntra rolled out a
standardized size chart for its apparel in a bid to reduce the product returns by 30%.

The quest to achieve consistency was not limited to just the products, Myntra in order to
improve its service recently acquired a start-up Inlogg, which specializes in providing end-to-
end solution for e-commerce platforms and increases their reach to tier II, III cities and
towns.

A few early movers have created a name for their products in the industry and have shown
reasonable success in recent times.

Raymond

Trust, Excellence, Quality – these are some of the values that have been associated with
Raymond over decades. Raymond is amongst the world’s largest integrated producers of
worsted (wool-based) suiting fabrics. It is also one of the largest and the most loved textile
and apparel brands in India.
Raymond started in 1925 and began selling suiting over the counter as early as 1958.
Raymond Apparel was formed in 1969 (as a 100% subsidiary of Raymond Limited), and the
company accelerated its business eighties onwards.

Raymond has always been a learning and evolving company, guiding consumers to dress
better. It was one of the first to sell suiting fabrics over the counter, one of the first companies
to launch readymade apparel, first to launch custom tailored ‘Made to Measure’ and ‘Made to
Fit’ clothing and now one of the first few brands to have new age digital stores. Raymond has
always been ahead of the learning curve and has hence remained relevant to the consumers.

How did they do it?

Superior Quality Products: Raymond operates across a very wide price segment in its core
fabric business, but across each segment Raymond’s products are the best in class and hence
desirable and aspirational. It has always been extremely focused on its product superiority
and has a vast portfolio of more than 20,000 designs and is the only company producing
super fine wool from 80s to 250s count. This product superiority was also maintained when
the company extended the range from fabrics to apparel and launched Park Avenue, and later
Parx and other apparel brands.

While product continued to be the focus area, Raymond also clearly and consistently
communicated with the consumers to establish the differentiation and maintain the aspiration.

Consistency: The Company has consistently delivered on its core promise of helping men
dress dapper, not just by providing premium quality products and services, but by also
sticking to “Classics” and now “Contemporary” look and staying away from fads. It is not by
fate but by meticulous effort that Raymond has maintained its leadership position in the
worsted fabric market, while many large players entered and faded away into oblivion.

Liva

In 2015, the Aditya Birla Group’s Birla Cellulose launched their own viscose-based fabric
brand under the name Liva.

The fabric is manufactured by using viscose staple fibre from the Aditya Birla Group with
eco-friendly non-polluting process and passed through an accredited value chain for quality,
has a strong sense of social responsibility in terms of sustainability of raw material while
ensuring a comfortable feel and wear. It easily blends with any other fibre man-made or
cotton while delivering a fashionable fabric all by itself.
The company manufactures the product in the eco-friendliest manufacturing process possible
which include not polluting rivers and implementation of social forestry for the cultivation of
trees. Jump to 2018, Liva now advertises in every major fashion magazine and highlights the
number of brands and retailers that are associated with the brand.

The advertisements promise after-sales support, quality assurance, versatility & flow of the
fabric and the Liva tag that the retailers will be eligible to use.

The brand was launched when there were no established viscose fabric manufacturers in the
country and the amount of resources put behind the development of brand created an entry
barrier for the competitors. Also, the fact that the brand originated from the prestigious
Aditya Birla Group was in itself a return on time and resources invested in the parent brand.
Thus, branding not only helps the current product line-up but also gives you an edge while
foraying into new waters.

Comparison and Analysis of strategies and business models of

Nike and Adidas –
BACKGROUND OF NIKE & ADIDAS

Nike, Inc. is an American multinational corporation that is engaged in the design,

development, manufacturing and worldwide marketing and selling of footwear, apparel,
equipment, accessories and services. The company is headquartered near Beaverton, Oregon,
in the Portland metropolitan area (USA). It is one of the world's largest suppliers of athletic
shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of
US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it employed more
than 44,000 people worldwide. In 2014 the brand alone was valued at $19 billion, making it
the most valuable brand among sports businesses. Nike produces a wide range of sports
equipment. Their first products were track running shoes. They currently also make shoes,
jerseys, shorts, cleats, base layers, etc. for a wide range of sports, including track and field,
baseball, ice hockey, tennis, association football (soccer), lacrosse, basketball, and cricket.
Nike Air Max is a line of shoes first released by Nike, Inc. in 1987. Additional product lines
were introduced later, such as Air Huarache, which debuted in 1992.

The most recent additions to their line are the Nike 6.0, Nike NYX, and Nike SB shoes,
designed for skateboarding. Nike has recently introduced cricket shoes called Air Zoom
Yorker, designed to be 30% lighter than their competitors'. In 2008, Nike introduced the Air
Jordan XX3, a high-performance basketball shoe designed with the environment in mind.

Adidas Group, was founded in a small town in Bavaria, Germany after first steps in his
mother’s wash kitchen, Adi Dassler registered the “Gebrüder Dassler Schuhfabrik” in 1924
and embarked on his mission to provide athletes with the best possible equipment. Gold
medals in Amsterdam (1928, Lina Radke) and Berlin (1936, Jesse Owens) were first rewards
and milestones. On August 18, 1949, Adi Dassler started over again at the age of 49,
registered the “Adi Dassler Adidas Sports chuhfabrik” and set to work with 47 employees in
the small town of Herzogenaurach.

Today, Adidas is a global public company and is one of the largest sports brands in the world.
It is a household brand name with its three stripes logo recognized in markets across the
world. The company’s product portfolio is vast, ranging from state-of-the-art sports footwear
and clothing to accessories such as bags, watches, eyewear and other sports-related goods and
equipment. Employing over 46,000 people worldwide, the Adidas Group consists of around
170 subsidiaries including Reebok, TaylorMade Adidas Golf, Rockport and CCM-Hockey.
The Group's headquarters are in Herzogenaurach, Germany. In the third quarter of 2014 the
Group’s revenue was €4.118 billion.

STRATEGIES OF NIKE & ADIDAS

Strategies of Nike: Nike follows many strategies in order to become the world’s leading
designer, marketer and distributor of athletic footwear, apparel and accessories.

 Focus on innovation:
One of its strategies is continuous focus on innovation and
emphasis on its research and development department and they do their best to
produce footwear, apparel and athletic equipment that reduce or eliminate injury,
help in athletic performance and maximize comfort and enjoyment. (Dermesropia et
al., 2004). According to Nike, Innovation is at the heart of Nike’s business growth
strategy and it uses this innovation in order to become more sustainable company and
to keep up with the competition and customer demands ([Link],
2015).

 Premium pricing strategy:

The second strategy is Nike’s premium pricing
strategy (Best cost provider strategy) which targets the customers who develop a
special kind of intimacy with the product that ultimately leads to the development of
loyalty. Since the loyalty has been established between the company and consumers;
Nike takes the advantage to associate their consumers with their price. Therefore,
Nike knows that consumers will be ready to pay for the product that bears the Nike
Logo ([Link], 2007).

 Broad differentiation strategy:

 At the same time, Nike pays a noticeable concern
towards a broad differentiation strategy. Based on that strategy, Nike produces its
products for athletics in three ways. Firstly, it manufactures for three different
segments of people: men, women and children. Secondly, differentiates its products
by offering a variety of accessories and apparels like shoes, gym bags, gloves and
skates. Thirdly, Nike has the licensees to manufacture and sell Nike brand products
aside from athletic products like school supplies, electronic media devices and
timepieces (Dermesropia et al., 2004).

 Market segmentation strategy:

Similarly, Nike follows Market Segmentation
Strategy, which assists Nike in advertisement of its products by entering into the
sponsorship agreements with celebrity athletes, professional teams, and apart from
the college athletic teams. It was in the year 1982 that Nike for the first time came
live for national television ads during broadcast of the New York Marathon. As a
result, Nike attracts many consumers to pay their attention towards buying Nike's
products ([Link], 2015). In addition, Nike hires the famous
basketball players, some of popular football scorers and golf superstars in order to
make an emphasizing campaign for its products around the world ([Link],
2015).

 Closed-Loop business model strategy:

A worthily strategy pursued by Nike
called Closed-Loop Business Model which aims to move closer to achieving zero
waste by completely reusing, recycling and composting all materials. In such
strategies, the products can be manufactured using materials reclaimed throughout
the manufacturing process and at the end of a product's life. Thus, Innovators will
create new ways to recycle and reuse waste and turn that into new products in order
to become environmentally friendly. ([Link], 2009).

Nike’s “Just Do It”, a prime example of their iconic philosophy, stands for the brand’s
empowering and unapologetic approach to life. Nike has branded itself with the hero
archetype, and most of their advertisements propagate the message of fighting against
yourself in order to achieve constant growth. Most recently, the brand’s repetitive
strategy has shifted its focus over the past couple of years to promote ethnical and
gender equality. Projects such as the Nike Pro Hijab, and the Equality Campaign
demonstrate the company’s efforts to associate itself with diverse groups such as
Muslim athletes and the LGBTQ community. Besides fostering social inclusion, Nike
does not stay behind in the streetwear league, mirroring Adidas’s strategy through
endorsements and collaborations. Even though they do not release collaboration lines
as often as Adidas, Nike has a more curated list of partnerships including skate apparel
brand Supreme and recognized athletes Serena Williams and LeBron James.

Focusing on providing the best performance for their athletes, Nike currently
dominates the world market, with Under Armour and Adidas right behind it. Even
though both of the brands’ main focus is catering to athletes, they both represent a
different outlook on the fitness lifestyle. With Adidas’s exponential growth and Nike’s
established position, we have yet to see in which direction the brands will develop.

Strategies of Adidas: Adidas focuses more on the broad differentiation strategy. The
strategies followed by Adidas are as follows.

 Corporate level strategy:

 The corporate level strategy of Adidas focuses on
innovation, trying to produce new products, services and processes in order to cope
up with the competition. In 2014 centralised Sales Strategy & Excellency team was
created to support all market across the globe and managed by the Global Sales
function. The group's multi-brand portfolio gives them an important competitive
advantage. This created a global sales function which were responsible for
commercial activities and a global brands function which were responsible for the
marketing of both brands. The global sales function was also split into two
departments, wholesale and retail, which catered to the various needs of both these
business models. This was done in order to sustain their corporate level strategy for
the long run so that these divisions could emphasize and work hard in their respective
departments in order to make the most of their efforts. (AG Strategy-overview, n.d.)

 Multi-Brand strategy:
They implemented a multi-brand strategy by having a
diverse brand portfolio which allowed them to cater all segments of the market from
players to almost everyone. This helped them to keep a unique identity and
concentrate on their core competencies. Adidas focused their investments in the best
marketing and distribution channels in different countries by critically evaluating the
consumer buying behaviours and their constant struggle to secure prime shelf space.
They have also embraced e-commerce in order to become more efficient and appeal
to more customers and make purchasing much more easily accessible for them. Their
supply chain is closely communicated and hence it helps them to customize their
products which appeal to a wide range of customers. The organizational culture of
Adidas group obligates employees to be innovative. This culture forces them to
produce goods which are highly innovative and with the use of the latest technology
their products have a very good quality. To become a sustainable company, they find
the right balance between shareholder interests and the needs and concerns of their
employees, the workers in their suppliers’ factories as well as the environment. Based
on information in Adidas-Salomon (2004a) with the use of latest technologies they
produce products which enhances performances of players and they focus on sports
such as football, tennis, basketball and even training shoes which are used by anyone
with the ability to run.
  Business level Strategy:
This concept identifies how the corporate is going to be
unique that its rivals (how they compete in a particular market). There are two main
categories that differentiate any firm in the business level strategy: Low-cost &
differentiation. And from these two categories we get 5 business level strategies
which can be found in this chart:

Broad
differentiation
Low-cost broad
Broad (Adidas
group)

Narrow
Low-cost narrow
differentiation

As you can see, Adidas allocated Adidas group in the broad differentiation strategy;
since its products are unique and they are for everyone (not unreasonably expensive).

Through the past decade, Adidas has been known to dominate the European market and
lagged behind Nike in the overseas American market. Previously, the brand had always
been known as soccer-centric and was not actively involved in more prominent
American sports such as basketball or football. It wasn’t until 2014, when Mark King
was appointed as president for the North American headquarters, that Adidas started
reinventing itself in order to climb up the ranks. Ever since, more funds are being
directed towards advertising and introducing new brand ambassadors, securing the
brand’s cultural impact.

For example, signing a partnership with NBA star James Harden has significantly
boosted the brand’s name in the basketball scene. Besides athlete partnerships, the
brand with the three stripes boasts Kanye West’s hyped Yeezy line and designer
collaborations such as Raf Simons and Yohji Yamamoto. Fuelled partially by the Adidas
Originals collections, such as the now ubiquitous Stan Smiths or Superstar, the brand
has taken a cultural approach in colonizing various niche groups in order to gain
preference. This divergent strategy is pushing forward Adidas’s resurgence and appeals
to the youth demographic, giving the brand a status of “retro cool."

BUSINESS MODEL OF NIKE & ADIDAS

Nike Business Model: Nike has been the dominant leader in sports apparel industry for
several decades.

 Communication through celebrity athletes:

Nike achieved this position by
taking an aggressive approach towards building relationships with celebrity athletes.
Most notably, the company secured an exclusive contract with Michael Jordan, which
generated a rapid growth in sales for their core product line of sneakers and apparel.
The success of this campaign has resulted in increased demand for common stock
ownership. (Nike's New Business Model, 2010).

 Shifted to social media:

Nike shifted from traditional media and spending more
money into social media. For athletes, Nike is heading off to focus in on athletes who
can show a high ROI as measured by the quantity of Facebook fans and Twitter
followers they have. For teams, Nike is concentrating on those that show the most
activation and engagement with the greatest number of core fans via social media.

 Product Innovation:
The Fuel Band, a $150 electronic bracelet that measures your
movements throughout the day, whether you play tennis, jog, or just walk to work.
The device won raves for its elegant design and a clean interface that lets users track
activity with simple colour cues (red for inactive; green if you have achieved your
daily goal). The Fuel Band is the clearest sign that Nike has transformed itself into a
digital force. The other innovation is the Flyknit Racer, feather light shoes vibe more
like a sock on a sole. Made from knit threading rather than multiple layers of fabric, it
required a complete rethink of Nike's manufacturing process. The result is a shoe that
is more environmentally friendly and could reduce long-term production costs
(CARR, 2013).

Adidas Business Model: The business model followed by Adidas are given below.
  Creating Innovative products:
Adidas business model is highly focused on
creating innovative products designed to meet consumer needs. Rather than investing
in product endorsements, the company attempts to demonstrate its value by creating a
high-performance product line based on the specific needs of athletes and consumers.

 Faster production:
Further it focuses on faster product creation and production by
continuously improving the infrastructure, processes and systems.

 Streamlining price range:

Additionally, they also emphasize on significantly
reduced complexity on a group level by streamlining the global product range,
consolidating the warehouse base as well as harmonising above market-service.

 Innovative speed model supply chain:

The ambition to deliver the best branded
shopping experiences at all consumer touch points. Innovative speed models in supply
chain to respond quickly to consumer needs. This strategy has motivated investors
from around the world to purchase Adidas common stock and the company has shown
consistent growth for many years. The public ownership structure of each company
has been an integral part of sustaining growth over the long run.

Comparison and analysis of strategies and Business Models of Nike and

Adidas

Particulars Nike Adidas

Targets Nike has shifted its focus to Adidas targets people involved in
football with the aim of gaining football and tennis. They have a
the international recognition, just major market in European
as Adidas dominates the world countries, while being represented
football market. The football internationally (Joachimsthaler,
market is usually considered to be 2000) Over a period of several
the “World Sport” (Marketing years.
Strategy for Adidas vs. Nike,
2015).

Product Nike products have the first On the other hand, Adidas sports

Categories category that includes sport shoes products are divided into three
and sunglasses by Nike. The main categories, with the first
second category includes products involving Adidas performance
for body care, clothes, caps, bags, shoes, eye wear and perfume. The
perfumes ([Link], 2015). next category includes Adidas
original superstar sneakers, and
Vintage clothing. The third
category has bags, belts, hand
gloves and style caps (Hollister,
2008).

Pricing Nike uses the value-based pricing Pricing strategy used by Adidas is

Strategy and price leadership strategies, that of market skimming strategy.

where the price of the product is Adidas products’ prices are
based on the value that is placed dependent on looks and colour. An
on that particular product by the example is where a pair of Adidas
consumer. In order to remain white colour shoes is usually more
relevant in the market, Nike uses expensive comparing with another
the competitive and different pair of shoes of the same quality,
pricing strategy from those of but in a different colour (Hollister,
Adidas. Pricing strategies of Nike 2008).
are based on premium segments
as their target customers (Aaker &
 Joachimsthaler, 2000).

Distribution Nike employs distribution On the other hand, the placing

Strategy strategies similar to Adidas. It distribution strategy that is used by

explores new and developing Adidas is that of concentrating
markets around the world and sets most of its products and resources
up its shops in different countries in places, where there are clusters
all around the world. Distributors of customers. This explains why it
of the company are independent, has opened many of its shops in
as well as subsidiaries and various parts of the world. A trend
licenses. It also offers online developed by Adidas is where its
shopping for its products products sold online. The company
is concerned with offering the
customer a satisfying service at a
place, where the customer cans buy
the product (Joachimsthaler, 2000).

However, although there is intense competition, both Adidas and Nike have continued to
experience a substantial growth over the last two decades. Furthermore, the growth of these
two companies is being attributed to the e-commerce and Internet. Online selling has boosted
the performance of these firms, resulting in the increased sales and at the same time reducing
the operational cost. Promotional strategies used by both companies are aimed at promoting
their products as there is adoption of endorsement, use of magazines. Both Adidas and Nike
have a unique brand promotion. Customers have in their minds that if they want to wear light
weight sporting shoes, they need to go for Adidas. This explains why most basketball shoes
are manufactured by Adidas. Generally, basketball players wear shoes that are of unique
design and also light (Hollister, 2008). Customers view Nike as being innovator and creative,
since the company comes up with new innovations and designs of new shoes styles.
Therefore, the major target audience is the football players and athletes, who are instilled
with the competitive idea to improve their performance. For the companies to place barriers
for entry of new competitors in the market they are able to control the cost of their products;
therefore, they can have a competitive advantage over the potential rivals tending to enter to
the industry. They use enticing promotional programs such as making their online websites
attractive for online shoppers. Both companies offer a wide range of products, including
footwear, sporting equipment and apparel. They also have strong distributions channels that
they control. Furthermore, both companies are creative in the design of their products.
([Link], 2015) Sometimes, the two companies charge high prices associated with
the provision of technological services. Strong competition is another challenge that the
companies are forced to bear (Fisk, 2010). Nike and Adidas use celebrity advertisement,
which can sometimes lead to the creation of negative images, especially when the celebrity
engaged in unethical behaviours. It may also lead to distress, when the company grows
beyond expectations and capabilities. In conclusion, Nike and Adidas brand images are
outstanding, but Nike has a slightly higher competitive advantage when compared to Adidas.
The competitive advantage enjoyed by Nike is related to its innovation and reputation for
quality. When it comes to footwear, both companies promise their customers products that
will provide them with the durability and comfort. Nonetheless, the difference is that the
products created by Nike have higher cost, while those of Adidas cost less (Marketing
Strategy for Adidas vs. Nike, 2015).
 Global annual revenue of Adidas and Nike (in
billion euros)

31.35
30.57
29.1
27.51
24.99
22.75
21.92
20.97 21.22
18.48
16.92
14.88 14.2 14.53

2012 2013 2014 2015 2016 2017 2018

ADDIDAS NIKE

Nike’s revenue growth since 2012 to 2018 has averaged 49%, as opposed to
growth in excess of 47% for Adidas

The global sports apparel market is highly fragmented, with basic discount brands to high-
end fashion name brands competing for market position. U.S.-based Nike is the world’s
leading brand in athletic footwear and apparel, and the moat valuable sports business brand in
the world. Nike has a higher global revenue than its main competitors, Adidas and Puma, put
together. North America is a key market for Nike, as almost half of its global revenue was
generated there in 2018, mainly from Footwear sales. Much of Nike's success can be
attributed to the brand’s marketing campaign as well as sponsorship agreements with
celebrity athletes and professional sports teams.

Adidas and Puma used to be one company named Gebrüder Dassler Schuhfabrik, established
by two brothers, Adolf and Rudolf Dassler. After a disagreement between the two brothers,
the company split, creating the two widely known sporting brands, Adidas and Puma. Adidas
is the largest sportswear manufacturer in Europe, and the second largest in the world, just
behind Nike, with over 21 billion euros in annual revenue and a brand value of approximately
16.7 billion U.S. dollars. Adidas employed 56,888 people worldwide in 2017. Just as with
Nike, footwear is the most important category for Adidas. In 2018, over 50 percent of
the Adidas group net sales were generated by the footwear category.

Expected revenue growth

44.76

40.12

30.57 31.35
29.1
27.51
24.99 24.55
22.75 23.15
20.97 21.22 21.92
18.48
16.92
14.88 14.2 14.53

2012 2013 2014 2015 2016 2017 2018 2019 2020

NIKE ADDIDAS

Nike Targets 44.76 Billion euro by 2020

Nike Inc., at its first investor meeting in two years, set a growth target to reach sales of $50
billion by 2020. Nike expects its women’s business, running, the Jordan brand and e-
commerce to drive the growth.

In its year ended May 31, Nike reported revenue of $30.6 billion, a 10 percent jump from a
year earlier. At its previous investor meeting in 2013, officials had projected revenue would
reach $36 billion by fiscal 2017.
The growth rate implies a roughly 10 percent compounded annual growth rate.

“Today, we’re showing how Nike is built for growth – now and for years to come,” said
Mark Parker, Nike Inc. president and CEO, at the meeting held at Nike’s headquarters in in
Beaverton, OR. “We lead because we serve the athlete and consumer completely – through
breakthrough product and personal experiences, all around the world. As we look toward
2020, we are accelerating the pace of innovation across every area of our business to deliver
the very best to athletes everywhere – when and where they want it.”

Adidas targets 10-12% sales rise by 2020

On March 8th 2017 Adidas AG said it had raised its sales and earnings guidance for 2015-20.
The German sportswear brand now expects currency-neutral sales to increase by 10-12%
annually on an average, as compared with the previous forecast of a high-single-digit-growth
rate.

Adidas also forecasts its net income to rise by 20-22% on an average during the five-year
period as against an earlier forecast of about 15%. The announcement came on the back of a
better-than-expected financial performance in 2016. For the full year, a 14% surge in revenue
to €19.3bn (US$20.1bn) bolstered its net income from continued operations by 41% to over
€1bn.
 Age group of the respondents

8%
Age 15 - 25
20% 34% Age 26 - 35
Age 36 - 50
Age Above 50

38%

Age:

3% Respondents belonging to the age group of 26-35 are the most brand conscious
group and prefer following their desired brands on social networking sites. 34% belonging to
15-25 are also brand conscious & the degree of loyalty towards brands is high among this
group. The degree brand of consciousness goes on decreasing in higher age groups.
 Care about usnig Brand

17

9 9
8
7

Very less Less Neutral Strongly Very Strongly

Care about using Brand-

As you can see from the above-mentioned graph 17 respondents

very strongly care about brands while 8 respondents strongly care about brands while
purchasing. So, 50% of my respondents do care about brands while purchasing fashion
apparel. Almost all of them falls under 26-35 and 15-25 age group.
 Work Status

19

17

WORKING STUDENT RETIRED SELF-EMPLOYED

Work Status:

Work status greatly influenced the choice, preference and habit of a person.
Work status influences a person’s fashion choices. Students and the working class are more
brand conscious as compared to other groups. Students prefer branded casual wear &
accessories, whereas the working class likes more of branded formal wear. Most of my
respondents are either Working or student and they are the one who focuses on brands while
purchasing any fashion apparel.
 Household Income

16
15

12

Less than 10000 10000 - 50000 50000 - 100000 More than 100000

Household Income:

Household income is the sum of all the wages, salaries, and other
forms of earning received by a household during a given period of time.

Data indicate that 30% belong to income category of Rs less than 10000 and 32% fall
between Rs 10000-50000. Then 24% fall between income categories of 50000-100000. And
another 14% come under income group of 100000 & above. Household income highly
influences the consumer behaviour towards fashion goods; families having income above Rs
50000 monthly prefer more of the branded fashion apparels & accessories as compared to
families having income less than Rs. 50000 a month
 Factors affecting purchasing decision

16

13

7 7

Cloth type Colour Brand Fashion/Trend Price Availability

Factors Affecting the Purchasing Decision:

Study reveals that Brand and Price are

the major attributes that customers gives most importance to while purchasing readymade
garments, followed by other attributes. According to my survey the least preference is given
to Fashion/Trend while purchasing apparels.
 Influence behind purchasing a brand

17

10

8 8
7

Family Friends Advertisements Self Celebrity's Style

Who Influence Purchasing Decision:

Advertising is the art of influencing
human action to buy or possess one’s product. The term ‘media’ refers to the means through
which the advertising information is communicated by the advertiser to the prospective
customers. Advertising helps the brands to popularize their products among the mass, which
in turn helps them to influence the purchasing decision of the consumers.

Analysis reveals that 34% of the total respondents buy a particular

brand while influenced by advertisements (TV add, newspapers & magazines, hoardings
etc.), and 20% through celebrity style. And if we talk about peer group influence, then 30%
of the total respondents are influenced by the same while shopping for fashion apparel.
 Get to know about a brand

19

12

10
9

Television or Radio Online media Advertising Print media Word of Mouth

Get to know about brand:

Analysis reveals that 38% of the total respondents become

aware about particular brands through Online Media, and 24% through words of mouth and
another 20% through Print media (newspapers & magazines).

Out of these 19 respondents who get information about a brand from online advertising 17
fall under either age group of 15 – 25 or 26 – 35. The age group of 15 – 25 mostly belong to
generation Z and one of the most important characteristics of this generation is
communaholic. They are largely available in all social media platforms. And if we talk about
the individuals who fall under the age group of 26 – 35, now a days they are also spending a
lot of time in social media.
 Frequency of buying Fashion apparels

21

12

10

Once in a month Once in three months 2-3 times a months Once in six months

Frequency of buying:

42% of the respondents go for purchasing fashion apparels once

in three months and 24% for once in a month. Out of these 21 respondents whose frequency
of buying fashion apparel is once in three months, more than 61% focus on Brand while
purchasing. Most of these individuals like to have Branded cloths and so they don’t go for
shopping that frequently.
 Gender

MALE
44% FEMALE

56%

Gender:

Men and women really do have fundamentally different set of attributes. Each sex
has a firmly entrenched characteristic with women showing more sensitivity, warmth and
apprehension than men but change depending on location, context and are influenced by a
variety of social and cultural factors. In contrast, emotional stability, dominance, rule
consciousness and vigilance are more typically male characteristics. Both men and women
approach problems with similar goals but different consideration.

Out of 28 of my male respondents 21 (75%) think that advertisements influence them while
buying a clothing brand where 15 out of 22 female respondents means 68% think the same.

The study reveals that 68% of my male respondents focus on branded products while
purchasing where only 42% of my female respondents focus on the same.
 Brand awareness

15

5
4 4
3 3 3
2 2 2

Jack & Gucci Zodiac Provogue Levi's Louis United Wills Allen Raymond Liva
Jones Vuitton Colors of Lifestyle Solly
Benetton

Brand awareness:

30% of my respondents think that “Raymond” has the most Brand

awareness and after that “Liva” has made its brand more popular among the people. The
Brands like “Gucci”, “Zodiac”, “Provogue”, “Louis Vuitton”, “Wills Lifestyle” and “Allen
Solly” are very high end but most of my respondents think that the awareness of those Brands
are not as much as Brands like “Raymond” and “Liva”.
 Product you would like to have Branded

17

14

4 4
3

Casual clothes Accessories Bags Corporate wear Watches Shoes

Products that they would likely to have branded:

About 34% of my respondents

want their corporate wear to be branded and 28% are likely to have their casual clothes as
branded. After corporate wear and casual clothes shoes are the next product that my
respondents want to have branded.

Out of my 19 respondents who belong to the working-class group 14 prefer their corporate
wear to be branded so more than 73% of my working-class respondents prefer branded
corporate clothes. And 13 out of my 17 respondents who are student like to have their casual
clothes to be branded.
 While shopping for fashion products

22

14 14

Return to same brand Try out new brands Look for special offers and then
decide

Brand Loyalty:

The survey shows that 44% of my interviewee returns to the same brand
while purchasing fashion products while the percentage of people who try out new brands or
look for offers and then decide happen to be exactly same.

While doing gender wise comparison, it is found out that 19 out of the 22 respondents who
return to the same brand are Male and rest 3 are female. More than 67% of my male
respondents are likely to return to the same brand and 12 respondents out of 14 who like to
try out new brands occur to be Female. So female is most likely to try out new brands in
every purchase of fashion product.
 Follow Brands on social networking sites

20%

Yes
No

80%

Following brands on social media:

There are some social networking sites which are

largely used by the brands to promote and maintain relationship with its existing and potential
customers. People now a days use social media very frequently and brands use some social
networking sites like Facebook, YouTube, Messenger, WeChat, Instagram etc.
My study shows that 80% of the participants tend to follow Brands on social networking sites
and the 20% who do not follow mostly have age above 40.
 Help of social media in acquiring information
about Brands

Disagree 3

Strongly disagree 2

Neutral 6

Agree 11

Strongly agree 28

Social Media’s help in acquiring information:

In the era of Facebook and YouTube,
brand building has become a vexing challenge. This is not how things were supposed to turn out.
A decade ago, most companies were heralding the arrival of a new golden age of branding. Now
a days almost every Brand rely on social networking sites for branding and to pass essential
information of their particular brands.
56% of my interviewee strongly believe that social media helps a lot to gather information
about brands, whereas on 10% disagrees to this.
 Status Symbol

Disagree 2

Strongly disagree 3

Neutral 4

Agree 7

Strongly agree 34

Status symbol:
A status symbol is generally an object that means to signify its owners'
high social and economic standing. Although the objects that act as status symbols change
over time, they are always linked to the primary differences between the upper and lower
classes within the society. My survey shows that 68% of my respondents strongly agree that
Brand has now become a status symbol. Only 10% people disagree to this.
 Focus on Brands while purchasing fashion
apparel

Yes
40% No

60%

Focus on Brand while purchasing:

60% of my participants really focus on brands
while purchasing any fashion apparel. Out of these 30 respondents more than 33% are having
income from 10000 – 50000 and more than 33% are having income from 50000 – 100000.
 Better brand value

30

20

Adidas Nike

Better brand value:

As my secondary data suggests Nike has better revenue than
Adidas and in here also most of my respondents think that Nike has a better Brand value than
of Adidas.
 Research Findings

 There are significant differences between gender, education, monthly income and
occupation.

 For each of the relevant demographic factors the result found mainly differences
concerning brand and price of fashion apparel and the various other factors such as
quality, availability, colour, cloth type etc.

 The age group of 15 – 25 and 26 – 35 are specifically brand conscious and the degree
of brand consciousness gradually decreases in higher age groups.

 Branding is a very common term now a days and almost 50% people focus on
Branding while buying fashion apparels.

 Mostly working-class individuals and some students are more brand conscious as
compare to others.

 Students prefer branded casuals and accessories and working individuals prefer
branded formal wears.

 Families having total income of more the 50000 a month are more brand conscious.

 Influence of advertisement is more than peer group in purchasing decisions of a

customer.
 Now a day’s online media has become the main source of information for a customer
to get to know about a brand.

 Generally, frequency of buying branded fashion apparels is once in three months for
most of the customers.

 Male customers generally do return to the same brand they bought but the purchasing
decision of women fluctuates and they tend to try out new brands and look for special
offers and then decide.

 Brand has now become a status symbol and people tend to buy more branded apparels
just to differentiate their classes.

 Nike has a better growth that Adidas in the last 10 years in terms of revenue
generation as well as stock productivity and brand recognition.
 Recommendation and suggestion

 Primarily the age group of 26 – 35 and then 15 – 25 should be the ideal target group
for marketers and increase their chance to sell branded fashion apparels.

 Working class individuals should be targeted for branded formal wears and for
students’ casual clothes are more appealing so it’s a scope for the researcher to find
more information about this age group and for marketers to target them while
focusing on smart casuals.

 Income level of more than 50000 are more brand conscious so, Marketers shouldn’t
focus on individuals who have income less than 50000.

 Now a days most people buy fashion apparel affected by either price or brand so the
price of the apparels should be such that can positively affect the customer to
purchase.

 The advertisements should be appropriate as most individuals get influenced by the

same while making their purchasing decision.

 Online media plays an important role to position the brand in customer’s mind so, the
brands should focus on online media to appeal more effectively.

 There is a huge scope for shoe business in India to strategies it’s brand effectively as
the market is at the growth stage and people like to have their shoes to be branded.
  Adidas has been struggling to keep up in social media. Analysts discovered that Nike
has actually done the unthinkable and topped adidas in Facebook likes in India and
several other major markets too like Germany, United Kingdom etc. So, Adidas
should focus on branding itself in the social networking sites.

 Adidas undoubtedly needs to improve brand perceptions among younger consumers.

After Covid – 19 –

 Brands should try to strengthen it’s connection rather than focusing on sale. They
must carry the image of being a careful associate. Like Nike has been exemplary in
their positive, supportive marketing campaigns during the pandemic. Right as they
announced the shuttering of stores in the US, Europe, Canada, Australia and New
Zealand for the 2 weeks in the midst of March, they ensured they conveyed to their
employees and customers how they safeguard their interests.

 With more and more people working remotely, the norms of dressing are changing up
too. Bringing new trends in pieces like cardigans and lounge wear will enhance
business as people get tired of the same dowdy clothes day-in and day-out. People are
uploading videos of their workout sessions, which have led to more demand or hype
around active wear. Fashion Brands should keep this in mind and focus on product
line extensions in accordance with their Brand identity.

 Customers are aware of the possible limitations on the availability of items and
delivery delays. That’s why we can see that new consumer choose to buy certain
products in bulk. So, they can remain prepared for days to come by making the
purchase once. Fashion and apparel brands will need to understand their customers
 better and which of their products in the inventory can be sold in bulk. Creating
bundles of fashion wear is a good idea to make more sales now.

 Customers are spending more time in mobile and other electronic gadgets right now
so Fashion apparel brands and Shoes brands should focus on digital platforms for
their branding and marketing activities for getting in touch with its customers more
frequently.

 Right now, most of the customers are preferring no contact delivery, online payments,
fast delivery etc. So, Brands should keep these in mind while coming up with new
positioning statement or doing any marketing campaigns.
 Limitations of the study

 Sample Size: The number of the units of analysis I have used in my study is
dictated by the type of research problem I am investigating. My sample size is
only 50 and so it will be difficult to find significant relationships from the data,
as statistical tests normally require a larger sample size to ensure a representative
distribution of the population and to be considered representative of groups of
people to whom results will be generalized or transferred.

 Market size: The study conducted on one market (Fashion apparel and shoes) in
Kolkata. The result of this study may differ from other markets. Also, different
cultures may lead to different results even for the same market.

 Implementation of data collection method: As I do not have an extensive

experience in primary data collection there is a chance that the nature of
implementation of data collection method is somewhat flawed.

 Time Constraints: I did not get requisite time to complete the paper as I needed to
work on it during my academic time period and so if I could have been got more time
the research would have been more accurate.

 Selection of the respondents: Sampling errors occur when a probability sampling

method is used to select a sample, but that sample does not reflect the general
population or appropriate population concerned. For example, I conducted a survey to
 obtain my research results, my samples (participants) were asked to respond to the
survey questions. However, I had limited ability to gain access to the appropriate type
or geographic scope

Scope of Future Research

 This study was limited to Fashion apparel and shoe industry only. So, there is a
possible scope for researchers to work on the same to other industries like automobile,
electronic goods and FMCG products.

 The research was conducted in Kolkata only and so, further researches can be
conducted in other metro cities in India like Mumbai, Delhi, Chennai, Bangalore,
Pune etc and as well as semi-urban and rural areas.

 Further research can also be conducted on a large scale with large sample size
considering some more variables relevant to the topic.

 Researchers can apply their study on other things which are related to brand and
customers e.g. Brand Equity, Advertisement etc.

 This paper only considers descriptive statistical tools whereas inferential tools can
also be applied in the further research to validate and prove the assumption.

Coronavirus Impact –
Since the coronavirus outbreak began in China at the end of
2019, its impact has been felt across the global apparels and shoes industry. The virus is
increasingly having a negative impact on the fashion industry specifically, having escalated
in the midst of the fall 2020 fashion month season, causing brands and design houses to
shutter their doors and postpone upcoming runway shows. Major retailers and brands are
experiencing severe repercussions because of the COVID-19 pandemic, leading many to
shutter their doors and manufacturing facilities, furlough their employees and even file for
bankruptcy.
Fashion and lifestyle brands are offering steep discounts and pushing sales online amid an
inventory pile up due to the closure of stores nationwide following the Covid-19 virus
outbreak.
The spread of the pandemic has hurt fashion and lifestyle retailers after states introduced
lockdowns and containment policies including closure of malls. Brands said sales have fallen
by as much as 70% since fears over the virus intensified starting earlier this month.

“As we went into the lockdown, our performance evaluation process was underway and our
employees were probably anxious about their promotions and increments. We, as an
organisation, took a call to continue with the due process of appraisals, uninterrupted or
impacted by the macro-economic situation prevalent at this time. We also honoured all job
offers that were in the pipeline and onboarded our new recruits virtually.” – Amar Nagaram,
CEO Myntra
Adidas reported a 93% plunge in first-quarter profit and sales off 19%, missing forecasts, and
warned of a deeper hit to second-quarter revenue as lockdowns forced the German sportswear
maker and other retailers to close stores. First-quarter operating profit fell to 65 million euros,
well short of the 263 million expected by analysts.
Adidas said it had taken a hit of around 250 million euros on unsold stock in greater China,
purchase order cancellations and higher bad debt provisions.
Sales fell 19% to 4.75 billion euros versus 4.85 billion forecasts by analysts, Refinitiv
Eikon data showed, and the company warned of a possible 40% fall in the second quarter.

Fashion executives and business leaders are currently focusing on crisis management and
contingency planning, but eventually we must shift towards re-imagining our industry
altogether. How will dramatic shifts in the global economy and consumer behaviour in the
post-coronavirus world impact fashion.
 Further researches can be done on the activities of brands to strengthen its connection
with the customers.

 Researchers can work on the innovations resulting from the contemporary scenario in
the apparel and shoe industry.

 The paper only considers the branding before the Covid-19 outbreak, but innumerable
changes were observed in the fashion apparel industry due to the global epidemic so
future works can be conducted on the changing branding strategies and consumer
buying behaviour.
 Conclusion

Brand is a guarantee, an assurance for a defined standard of quality for the first time and for
every time. Brand is name or logo that plays the role in the mind of the customer. Brands do
not compete in the product area but compete for the mind space of the customer. Branding is
an effective marketing strategy tool that has been used with frequent success in the past.
Branding can be an effective and powerful tool for all types of business organizations. If
brand owners use their product correctly, the payoffs can be substantial. However, if brands
are mismanaged, the results can be damaging. From the overall research I came to the
conclusion that brands have an effect on the consumer mind in many ways like quality, rates,
income, age group’s etc. Even in the fashion industries brand have a significant effect on
consumer behaviour.

Based on the research conducted, the conclusion is that the branding has a significant
influence on the customers when purchasing shoes, apparel. The decision that respondents
make when choosing the brand has proven to be quite significant to them. The results showed
that 20% of respondents considered that a decision on brand isn’t important, 18% of the
respondents considered that a deciding on brand less important, 14 percent of respondents
considered it partly important, 16 percent of respondents considered that the decision matters
and 34% of respondents considered a decision on which brand very important. 30
respondents think Nike has a better brand value and 20 respondents preferred Adidas.
Respondents opt for a particular brand because it leaves a better impression on them

Consumer Perception has more influence on Consumer Buying Behaviour instead of Brand
Image and Consumer Awareness. Researchers can do more study with more variables to
know the influence of variables. Similarly, marketers can work to build strong perception of
consumers about their brands by using multiple ways i.e. advertisement, quality, availability
etc.
Since market conditions are constantly changing, the new role of brand management as an
integral part of holistic marketing is more important than it ever was. According to the
situation on current retail market, it is very important that enterprises manage their brands so
they can flexibly fulfil desires and wishes of their customers. In order to create a competitive
brand, they need to pay attention to their customers constantly. In current retail environment,
consumers are overwhelmed with plenty of brands and products. Market conditions are
constantly changing; therefore, it is concluded that change is inevitable hence producers have
to take up challenges in a positive way and undergo the production processes as per the latest
trend and lifestyles of the people.
 Bibliography

Books:

 Philip Kotler, Kevin Lane Keller, 15 th

Edition, Pearson Prentice Hall, 2016

 Predictably irrational: The Hidden Forces That Shape Our Decisions by Dam Ariely

 Buyology: Truth and Lies About Why We Buy and the New Science of Desire by
Martin Lindstorm

 Contagious: Why Things Catch on by Jonah Berger

 Sticky Branding: 12.5 Principles to Stand Out, Attract Customers, and Grow an
Incredible Brand, by Jeremy Miller

 Brand Thinking and Other Noble Pursuits, by Debbie Millman

 The Brand Mapping Strategy by Karen Tiber Leland

 Marketing Management Rajan Saxena, 3 rd

Edition.

 Sneaker Wars: The Enemy Brothers.

Websites:

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 Appendix

 CONTACT INFORMATION:
Name:
Mr.Ms.________________________________________________Address:____
________________________________________________________City:_________
_____________________________________________________________________
____Phone:___________________________________________________________
________________________________

 OTHER INFORMATION:
Age:
Gender: Male  Female Others
 Marital status: Unmarried  Married

 WORK STATUS: (tick one)

 Basis 1st Preference 2nd preference 3rd preference Working
 Cloth type Student
 Colour Retired
Brand
 Self-
Fashion/trend
Price
Availability

employed
 Others ________________________ (Please Specify)

 MONTHLY HOUSEHOLD INCOME:

 <10000  10000-50000  50000-100000  >100000

 1. How often do you shop for apparels & other fashion accessories?
 Once in a month  once in 3 months  2-3 times a month  once in 6
months

 2. Who influence you to purchase the brand?

 Family  Friends  Advertisement  Self
 Celebrity’s style

 3. Factors you consider while purchasing a readymade garment?

 4. How much do you care about using brands?
Very less Less Neutral Strongly Very strongly

 5. Which of the following fashion brands are you aware of?

 Jack & Jones  Gucci  Zodiac  Provogue  Levi’s  Louis
Vuitton  United Colors of Benetton  Wills Lifestyle  Allen Solly 
Raymond  Liva

 6. How did you get to know about a brand?

 TV or Radio  Online Media advertising
 Print media (Newspaper/magazines)  Word of mouth

 7. Which all categories of products you would like to have branded?

 Casual clothes  Accessories  bags  Corporate wear  Watches
 Shoes

 8. When shopping for fashion products….

 You return to the same brand  Try out new brands  Look out for
special offers & then decide on brand.

 9. Do you follow brands on social networking sites?

 Yes  No

 10. How much do you agree that social media help in acquiring information about the
fashion brands?
Strongly Agree  Agree  Neutral  Strongly Disagree  Disagree
 11. How advertising influence you while choosing a clothing brand?
 Very relevant  Somewhat relevant  Neutral
 Not at all relevant  Not relevant

 12. Brand has now become a status symbol. Do you agree?

 Strongly agree  Agree  Neutral  Strongly disagree
 Disagree.

 13. Do you focus on brand while purchasing fashion apparel?

 Yes  No  Not Sure

 14. What shoe brand do you think has a better brand value?
 Adidas  Nike